The Impact of Cultural and Religious Values on Adoption of Innovation
Although managing the adoption of innovations domestically can be frustrating, the complexity of the issue increases tremendously when companies take a global approach to marketing. Differences in cultural and religious values can have a great impact on the process of innovation adoption. This study investigates the role of these cultural and religious values, specifically, collectivism/individualism/, uncertainty avoidance and power distance. a conceptual model is presented to illustrate the relationship between cultural/religious values and adoption of innovation.
Hausman, A., & Kalliny, M. (2007). The Impact of Cultural and Religious Values on Adoption of Innovation. Academy of Marketing Studies Journal.
Business and Information Technology
Keywords and Phrases
Culture; Innovation; Marketing; Religion
Article - Journal
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